Every visual creative work is a manifestation of the character of the designer. It is a reflection of his knowledge, his ability, and his mentality. (Page 10)

Information presented with clear and logically set out titles, subtitles, texts, illustrations and captions will not only be read more quickly and easily but the information will also be better understood and retained in the memory. This is a scientifically proved fact and the designer should bear it constantly in mind. (Page 13)